The BrandZ index calculates brand value on a number of factors, including an estimate of the brand’s contribution to earnings, valuation of intangible assets, measures of customer perception and an estimate of growth potential.

In their latest Top 100BrandZ index Apple has managed to surpass Google which dominated the top in the last 4 years. Peter Walshe, global BrandZ director at Millward Brown, declared this is due to the fact Apple products were not only highly desired by consumers but also seen by companies as useful.

So Apple is now the most valuable brand with a value of more than $153bn.